Do past scandals influence the present performance? The moderating role of consumer mindset

Felix Septianto

Journal of Business Research, 2020, vol. 106, issue C, 75-81

Abstract: The present research studies when and how consumers might react differently to a charity showing a positive change from a negative past reputation (a ‘bad-to-good’ reputation), as compared to a charity that consistently maintains a positive reputation (an ‘always-good’ reputation). Across three studies examining the context of donating (Studies 1 and 3) and volunteering (Study 2), this research provides evidence for the moderating role of consumer mindsets (growth vs. fixed). Specifically, growth-mindset consumers attribute a higher effort to a charity with a bad-to-good reputation, which in turns creates admiration and increases charitable behavior. In contrast, fixed-mindset consumers admire a charity with an always-good reputation, leading to increased charitable behavior. The findings of this research are beneficial for nonprofit organizations in understanding how to leverage (past) reputation.

Keywords: Prosocial behavior; Reputation; Mindset; Admiration; Effort (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (14)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:106:y:2020:i:c:p:75-81

DOI: 10.1016/j.jbusres.2019.09.011

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